Ad Age: PR is About More Than Pitching

Today the name of the game is to create compelling content that gets your community (customers, partners, investors, etc.) interested and invested in your brand.

What's interesting about the campaigns profiled in the piece is that social media does not play a supporting role, it is the main focus. Most PR agencies are still media relations agencies that are tacking on social media programs to simply support what they're already doing.

These programs took a different tact from day one, though for large brands. That's similar to the work we at Fresh Ground are trying to bring to the SMB audience. Of course, this doesn't mean throwing out traditional influencer relations completely:

And while they haven't completely abandoned traditional media outlets, big-name marketers such as Procter & Gamble, Best Buy, MasterCard and Coldwell Banker are among those who have taken matters into their own hands by creating content and bringing it straight to consumers.

The great part about social media is that size doesn't matter. Even a small real estate agency can create localized content that would put them on the map, it doesn't have to be Caldwell Banker. The goal isn't always to reach the largest audience, just the right audience for you.

When Todd and I set out to create a content strategy we first want to understand the corporate marketing goals. It's the only way we can measure what's working and what painpoints the content must answer. All these pieces are intertwined.

And for you, the right content strategy will help reach the right audience like nothing else.

2 comments to Ad Age: PR is About More Than Pitching

[…] This post was mentioned on Twitter by Todd Van Hoosear and Kate Deramo, Chuck Tanowitz. Chuck Tanowitz said: Are you paying your PR firm for pitching? Ad Age points out that PR is now something different [Fresh Ground Blog] http://bit.ly/sNUQl […]